With our own-initiative compliance work and with over eight times more pieces of advice and training delivered than complaints resolved, the ASA system is much more than a reactive, complaints-handling body. This balance seeks to deliver on our strategy, AI-assisted, Collective Ad Regulation.  

ASA and CAP performance reporting

The ASA and CAP report jointly on a yearly and half-yearly basis.  

You can find our most recent reporting below 

2023 Objectives & KPIs

2023 Complaints and cases resolved by UK region, media, sector, issue, by outcome and turnaround performance

ASA Mid-year Progress Report 2023

Prior to 2023, we published information about our performance in our annual reports. You can view these in our archive of Annual Reports.


Procedures and standards of service

Our procedures are transparent and open to scrutiny. View our detailed complaints handling procedure for both broadcast and non-broadcast advertising:

Commitment to Good Regulation

Together, the ASA and CAP are committed to regulating in a way that is transparent, proportionate, targeted, evidence-based, consistent and accountable.  

In Our Commitment to Good Regulation we have set out six commitments – modelled on the Government’s Regulators’ Code - and some of the practical ways in which we make these commitments a reality through our day-to-day work.

Alongside our commitments to good regulation, we have a well-tested independent review process and our complaint handling systems and processes have been validated by the Ombudsman Association, of which we are a long standing member.

  • Being accessible to members of the public and the advertising industry 
  • Resolving complaints without undue delay, whilst recognising that complex complaints can take longer than the average 
  • Being effective in meeting the needs of our customers, whether members of the public or industry 
  • Delivering a high quality and professional service 
  • Being open about our procedures and our decision making, and accountable for our performance